The role of Services marketing mix elements in investor satisfaction in mutual funds in the stock exchange

With the development of competition and lack of loyalty in customers of mutual funds in Iran’s capital market, the recognition of effective marketing mix in terms of investors is a big help in the effective marketing of these financial tools. The purpose of the present study was to promote knowledge in the field of mutual funds in Iran’s stock exchange and study the probable relationship between product marketing mix elements and customer satisfaction in mid-year 2016. The present study is a field research of descriptive-correlational type and its statistical population is composed of the investors of top mutual funds in Iran’s stock exchange. The relationship between the research variables and customer satisfaction level was studied by SPSS-23 software. According to the results obtained from the assessment of customer satisfaction to product marketing mix elements, 60.3% of customers have a relative satisfaction from the mutual funds. The most important result of this study was that all research hypotheses were confirmed by using the Spearman correlation test. In other words, according to investors in top mutual funds, the use of product marketing mix elements affects the investor satisfaction in mutual funds of the stock exchange. Thus, paying attention to effective marketing mix elements and using marketing programs appropriately can have a significant role in the improvement of investor satisfaction, creation and maintenance of competitive advantage.

کلیدواژه ها:

component ، Services Marketing Mix ، Investor satisfaction ، Mutual fund ، stock exchange